MIEBO Ohh Yeah
A prescription eye drop campaign that became a cultural catchphrase.
Client
Columbia University
Role
Creative Director / Brand Identity / Concept Development / Social Direction / Times Square Activation & 3D Billboard Direction
The Brief
90% of people with dry eye are treating it with the wrong product (over-the-counter drops) when they actually need a prescription solution. But they don't know it. No one thinks "dry eye" is worth a trip to the doctor, and most can't even name a prescription brand.
The Goal
Make MIEBO more than a product. Make it a feeling. Drive demand for prescription treatment by increasing awareness and turning MIEBO into a rallying cry, something memorable, repeatable, joyful... and ownable
The Idea
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The Idea *
We didn’t just launch a drop—we launched a moment.
A rallying cry. A new way to talk about dry eye that cuts through clinical speak and connects emotionally.
"Ohh yeah" became a sticky, sonic, social shorthand for relief. For power. For prescription treatment that actually works.
The Strategy & Execution
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The Strategy & Execution *
We launched MIEBO across every major touchpoint, creating a 360° campaign ecosystem that made people stop, smile, and see themselves in the message.
TV Spot
Our cheeky, color-drenched :30 introduced a world where dry eye relief finally lives up to its promise. It felt more like a beauty spot than a pharma ad, on purpose.
Times Square Takeover
We made history with the first branded 3D billboard for a pharma brand. The immersive eye design blinked and glistened with relief—literal eye candy on the most iconic stage in the world.
On-the-ground Activation
We created a multisensory dome experience in Times Square, letting people step "inside a dry eye" with gritty textures and dry sounds. Thousands of consumers lined up to feel the problem—and the solution—for themselves.
Results That Matter
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Results That Matter *
40%↑
Increase in study enrollment from prior efforts
3x
Improvement in trust perception scores
500,000+
Organic impressions across social media
$0
Media spend
entirely grassroots & earned
“What a beautiful and affirming campaign.”
—Community member via Instagram DM
Community Response:
“This is how we want to be seen.”
—Participant, TURNNT Study Campaign
“Love the photos. Love the power.”
—Instagram comment on @turnnt_study
Recognition:
IAC Awards
Best Gay/Lesbian Website
Best Gay/Lesbian Online Video
Telly Awards
Silver – Social Video: Diversity & Inclusion
Silver – Non-Broadcast: Diversity & Inclusion
MM&M Awards
Silver – Diversity & Inclusion Campaign
Finalist – Philanthropic or Purpose-Driven Campaign
WebAwards
Best LGBTQ Website
Mobile WebAwards
Best LGBTQ Mobile Website
Best of Show Mobile Website
Behind the Concept
I led the TURNNT campaign from the ground up—shaping strategy, identity, and storytelling in close collaboration with the women at the heart of it. Every visual was created to reflect power, not pity. Each interview began with a conversation, not a shot list. I approached this work with a clear intention: to shift the gaze from study subject to collaborator, from visibility to agency.
This work was made possible by an incredible team:
Dina Peck · Patrick Lupinski · Katie Schmitt · Bradley Sinanan · Julian Soto · Denton Callander · Roberta Scheinmann · Dustin Duncan · Gia Love · Jordyn Smith
Photos by: Spencer Ostrander
Videos by: Theodore Rex King
From Trust to Transformation
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From Trust to Transformation *
This wasn’t just a recruitment effort. It was a creative reclamation. We created space for trans women of color to be seen on their terms and the community responded. As a Creative Director, this is the kind of work I live for: intimate, honest, and necessary.